Am I Choosing the Right Colour Scheme for My Website Design?

When users visit your E-commerce website, the brand colours and colour scheme can make a big impression and directly impacts your bottom line. In fact, 93% of online consumers base their buying on the colour and aesthetics of the website. This can add a lot of pressure to a business owner to make the right brand strategy decisions. Just how do you know if you’re choosing the right colour scheme for your website?

After seeing how important colours are to your brand, you would be forgiven for having a little panic and wanting to rebrand your website. Or you might even be branding for the first time? Regardless of your position, we have written this article to help you decide on how to pick a colour scheme and how Brave can help with every step of the way.

Why website colour schemes are important

Branding and colour schemes are fascinating. This is because colours and certain colour schemes can trigger certain feelings. Specific combinations of colours can influence how people interact with your brand and website before they have even had the chance to browse. Although it isn’t fully understood WHY certain colours ignite certain emotions in people, the infographic here shows some interesting insights into different brands and the colours they use.

“Between 62% and 90% of product assessment is based on colour alone”
(Source: https://truelist.co/blog/psychology-of-colors-infographic/)

It isn’t uncommon for people to think “I’m not affected by colours” but you’d be surprised. The colour scheme a brand uses can make a huge impact to a company’s bottom line. In fact, studies have shown that over 85% of people claimed that colour has an influence on what they buy and where they buy it from.

Colour and website design doesn’t just impact the emotional response in users but also impacts your web marketing. You can boost your brand recognition by an average of 80% by picking the right colour schemes and brand guidelines for your Ecommerce website. Take Coca-Cola, you hear that name and you’ll likely picture their vibrant red cans? Well, that’s down to colour schemes and strategic branding.

What Are Accessible Website Colours?

Colour schemes and the website design are key factors in creating an accessible website. Making sure that you include accessible hues in your colour palette will make your site is easier to use for people who may have a visual impairment or poor vision.

If you want to learn more about ensuring your E-commerce site is accessible then you can read the guidelines set out by The Web Content Accessibility Guidelines (WCAG). Here you will see guidance for colour contrast ratios, backgrounds and more. If you are a Web content developer, Marketing Manager, Web designer or are working within a web design project then these guidelines will be very useful for you to review.

When picking the colour scheme and branding for your website, it’s essential to check the colour contrast ratio and red/green and blue/yellow hues to address the contrast portion of web accessibility.

 

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Tips for choosing website colours

Consider your demographic

This doesn’t apply to every E-commerce site but a lot of companies mostly cater to a specific gender, age or location. If this sounds like your company then you’ll want to know which colours relate to your clients the most.

An example of this is research from Joe Hallock’s Colour Assignments found that on average each gender and even age demographic has definite colour preferences.

Consistency is key

The colours on the website need to be consistent with your brand so you can create a familiar experience with customers. It’s also important that colours are consistent throughout the website for elements such as CTAs and payment paths to help create a seamless experience.

Create a colour palette with contrast

Contrast is key when it comes to creating a colour palette for a website as it helps organise your design and can be used to create hierarchy. The ideal palette will have a range of shades and hues of the main brand colours that can be used throughout the site to create sections that feel fresh and aren’t too repetitive.

Different colours have different meanings

It would be easy to assume that colour theory for branding and UX/UI design would be the same but that’s not the case. An example of this would be red which would be associated with passion, excitement and anger whereas on websites it is used to create urgency for the customer and even to promote sales.

In Summary

There are a lot of factors to consider when designing your E-commerce website design and it can be a lot for someone who doesn’t work in design to take on. Not only do you want to align your site with your brand, but you also want to drive the user to certain calls to action and conversions. By working with Brave, a Brand Activation & Digital Performance Agency, you will be able to make an emotional connection with more visitors to your website. Our goal is to work with you and optimise your branding to produce a lower bounce rate, more time spent on your site, and a higher conversion rate.

For more information, contact the team today.

Written by Jamie Flett

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